We are excited about speaking with you all this week. Our business interviews tens of thousands of IT professionals around the world every year to understand the hot trends in how they are using information from suppliers and media companies, online, offline in social groups, analyst houses and at events. We hope to show you some interesting trends from the last seven years that might help you spend your time even more productively, as well as encouraging you to look around the world for some hot trends we could be using.
It always amazes us that in a world of high technology penetration IT professionals still turn on a frequent basis to the US content centers. In the booming worlds of Brazil, India, Russia and China we will soon see a world dominated by three centers, the Americas, Western Europe and the combination of China and India.
Given the lack of communications legacy in the latter markets it is interesting to see if there are tricks they have up their sleeves in garnering information that are different to the skills and experiences we have accumulated over so many years. Time is one of most precious commodities so can we get some of it back like our colleagues in the new world?
For IT professionals working in leading edge type organizations in China the hot sources of information for servers are very, very mixed: Information from analysts, technology-based publications (print and online), and what is most remarkable in a market with some "government control" of online access, IT forums/ blogs beats online search.
In the US the same types of targets are frankly a touch more traditional: trade shows and technology publications rule, but nowhere in the top eight choices will you find online search or IT forums/blogs. In India the same targets buying servers use technology print online versions but they love getting information from IT forums/blogs, TV/radio, direct sales contact, industry conferences, direct email and email newsletters.
There are big, big differences comparing the old world to the new world. In the west we can see a more traditional view in play. Sure online is there and it is in the mix everywhere, but in the legacy-free new world the mixes of online are even richer. If there is anything we can learn from our new world colleagues it is that online has a key role, but they have not abandoned more traditional choices either. We could get even more time back if we sat back and made some changes to our information consumption patterns. The new world shows us the way forward. We see a thirst for peer interactions and online search, eclectic mixes like in India and China (where online freedom is limited).